Análisis de los mensajes audiovisuales del Tercer Sector en YouTube

Isidoro  Arroyo Almaraz; Miguel  Baños González; Cliff Van Wyck Ors

doi:10.4185/RLCS-2013-980

Authors

Isidoro Arroyo Almaraz Rey Juan Carlos University http://orcid.org/0000-0003-4000-5167
Miguel Baños González Universidad Rey Juan Carlos http://orcid.org/0000-0002-0195-2754
Cliff Van Wyck Ors Bournemouth University http://orcid.org/0000-0002-8779-3511

DOI:

https://doi.org/10.4185/RLCS-2013-980

Keywords:

Campaign videos, YouTube, third sector, content analysis, social networks, Profiles of campaign videos

Abstract

Web 2.0 social networks have become one of the tools most widely used by the third sector organisations. This research article examines the formal aspects, content and significance of the videos posted by these organisations on YouTube. Methods. The study is based on the quantitative content analysis of 370 videos of this type, with the objective of identifying the main characteristics. Results. The results indicate that this type of videos are characterised by low levels of creativity, the incorporation of a great amount of very clear information, the predominance of explicit content and the use of very similar formats. Conclusions. Based on the research results, it was concluded that these organisations produce campaign videos with predictable messages that rely on homogeneous structures that can be easily classified in two types: predominantly informative and predominantly persuasive.

Downloads

Download data is not yet available.

Author Biographies

Isidoro Arroyo Almaraz, Rey Juan Carlos University

Full Professor of Audiovisual Communication and Advertising at the Rey Juan Carlos University.

Isidoro Arroyo Almaraz holds a Ph.D. degree in Information Sciences from the Complutense University of Madrid and a Master’s degree in Communication Techniques in Social Services from the Complutense University of Madrid and the Institute of Social Services and the Elderly.

Visiting Professor at Bournemouth University (United Kingdom), ITS Sligo (Ireland) and the 21st century Business University (Cordoba, Republic of Argentina). Visiting researcher at the National University of Córdoba (Republic of Argentina).

Author of Tendencias y Eficacia de la Comunicación Audiovisual de las Organizaciones sin Ánimo de Lucro en Redes Sociales(“Trends and effectiveness of the Audiovisual Communication of Non-profit Organisations in Social Networks”, Dykinson, 2012); La Comunicación de las ONG en Redes Sociales (“Communication of NGOs in Social Networks”, Dykinson, 2011); La Comunicación del marketing solidario. Publicidad social e impacto de las nuevas tecnologías en la publicidad dirigida a los inmigrantes(“Solidarity marketing communication. Social advertising and the impact of new technologies in advertising directed to immigrants”, Dykinson, 2008); Comunicación de las causas sociales en un mundo global (“Communication for social causes in a global world”, Dykinson, 2007); and La profesión de crear. Creatividad e investigación publicitarias (“The profession of creating. Advertising creativity and research”, Laberinto Comunicación, 2006).

Main researcher of the project titled Desarrollo de un modelo de eficacia de la comunicación persuasiva del tercer sector en redes sociales (“Development of an efficiency model for the persuasive communication of the third sector in social networks”) (CS02009-11203), which is funded by the Spanish Ministry of Science and Innovation as part of the 6th National Plan for Scientific Research, Development and Technological Innovation 2010-2013.

Main researcher of the Television and Children Research Project (PROCOTIN) funded by the Community of Madrid. He is also carrying out a research projects on innovative practices with ICT in the classroom, funded by RED.ES., and on the communication offices of the NGOs of Córdoba (Argentina), funded by AECID 2009-2011.

He is the director of the Social Advertising University Festival Solidar&dar, and director of the International Conferences on Social advertising of the Rey Juan Carlos University.

Miguel Baños González, Universidad Rey Juan Carlos

ull Professor of Audiovisual Communication and Advertising at the Rey Juan Carlos Universidad.

Doctor in Information Sciences (Complutense University of Madrid). Visiting researcher at the National University of Córdoba (Republic of Argentina). Visiting Professor at the 21st Century Business University (Córdoba, Republic of Argentina) and the National University of Córdoba (Republic of Argentina).

Author of Imagen de marca y product placement (“Brand image and product placement”, ESIC, 2012); Las palabras en la publicidad. El redactor publicitario y su papel en la comunicación publicitaria(“Words in advertising. The advertising writer and its role in advertising communication”, Ediciones del Laberinto, 2009); Al filo de la verdad. Historias de la publicidad en el cine(“On the edge of truth. Stories of advertising in cinema”, CIE Dossat, 2005); Product placement. Estrella invitada: la marca (“Product placement. Guest Star: the brand”, CIE Dossat, 2003); Métodos heurísticos y creación publicitaria(“Heuristic methods and advertising production”, Publishing services of the UCM, 2003); Creatividad y publicidad (“Creativity and advertising”, Ediciones del Laberinto, 2001).

Research lines: Social advertising on social networks. Influence of the creativity incentive methods on Advertising Creativity. Assessment of the effectiveness of product placement as a commercial communication strategy. Analysis of webpages of market segments. Cinematic imaginary: the representation of the advertising system.

Creative and creative director in different national and international agencies from 1986 to 2004.

Cliff Van Wyck Ors, Bournemouth University

Senior Lecturer in Advertising and Marketing and researcher in public communication and marketing at the Media School of Bournemouth University (United Kingdom).

Research interests: communication and global branding -innovation and activation; training for marketing development, brand acceptance and positioning; integrated marketing communication- modification of shopping attitudes and behaviours; semiotics.

Before working at Bournemouth University, he worked for several years as a marketing communication consultant in South Africa and the United Kingdom.

References

Aguado, G. & García, A. (2009): “From Word-of-mouth to viral marketing: key aspects of the communication across social networks”. En Comunicación y hombre, 5, (pp. 41-51). Madrid.

Altsech, M. B. (1996): The assesment of creativity in advertising and the effectiveness of creative advertisements. Tesis en la Universidad Estatal de Pensilvania.

Amabile, T. M. (1983): The social psychology of creativity. New York: Springer Verlag.

Arroyo, I. (2006): Investigación sobre creatividad percibida y viveza de imagen de los receptores: Madrid: URJC.

Arroyo, I. (2012): “La comunicación eficiente del Tercer Sector” En Telos, 93, (pp. 8-11). Madrid: https://bit.ly/3uaEcFT

Arroyo, I., Baños, M. y Rodríguez, T. (2009): "Publicidad social en las ONG de Córdoba (Argentina). Perfiles de la construcción del mensaje". En Revista Latina de Comunicación Social, 64, (pp. 1.011-1.029). La Laguna (Tenerife): https://bit.ly/3KWWH7y

Baños, M. (2001): Creatividad y publicidad. Madrid: Ediciones del Laberinto.

Baños-González, M. y Rodríguez-García, T. C. (2009): “Desarrollo de un modelo de predicción de la eficacia para la publicidad social”. En Icono 14, 13, Madrid, pp. 214-238: http://www.icono14.net/ojs/index.php/icono14/article/view/324 (20-10-2012).

Bassat, L. (1993): El libro rojo de la Publicidad. Barcelona: Ediciones Folio.

Bennett, R. (2012): “What Else Should I Support? An Empirical Study of Multiple Cause Donation Behavior”. En Journal of Non-profit & Public Sector Marketing, pp. 1–25 24. (17-11-2012).

Berrios, O. (2005): “El papel de los blogs en la acción social. Blogs en ONG, una oportunidad conocida". Telos, 65, Madrid, pp. 98-100: https://bit.ly/3hStTke

Bortree, D. S. & Stelzner, T. (2009): “Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles”. En Public Relations Review, 35(3), pp. 317-319. https://dx.doi.org/10.1016/j.pubrev.2009.05.002 (27-07-2012).

Castells, M. (2008): La era de la información. Economía, sociedad y cultura. La sociedad en Red. México: Siglo Veintiuno.

Celaya, J. (2011): “Cultura digital en redes sociales”. En Telos, 88, Madrid, pp.1-3: https://telos.fundaciontelefonica.com/archivo/numero088/escasa-creacion-original-colaborativa-participativa/?output=pdf

Desrosiers, R. (1978): La creatividad verbal en los niños. Barcelona: Oikos-Tau.

Durán-Bravo, P. y Fernández-Fuentes, M. B. (2010): "La comunicación en las organizaciones del tercer sector", En Revista Latina de Comunicación Social, 65. La Laguna (Tenerife), pp. 595-603: http://www.revistalatinacs.org/10/art3/921_puebla/43_duran.html

Flores, J. M. (2009): “Nuevos modelos de comunicación, perfiles y tendencias en las redes sociales”. En Comunicar, 33, (pp. 73-81). Huelva. https://dx.doi.org/10.3916/c33-2009-02-007 (04-12-2012).

Gandía, J. L. (2011): “Internet Disclosure by Non-profit Organizations: Empirical Evidence of Nongovernmental Organizations for Development in Spain”. En Non-profit and Voluntary Sector Quarterly, 40(1), pp. 57-78. https://journals.sagepub.com/doi/10.1177/0899764009343782

García García, F. (1984): Estudios de creatividad en niños de edad escolar. Madrid: Universidad Complutense.

Guilford, J. P. (1976 a): “Factores que favorecen y factores que obstaculizan la creatividad”. En Curtis, Demos y Torrance (Comps.), Implicaciones educativas de la creatividad (pp. 113-130). Salamanca: Anaya.

Guilford, J. P. (1976 b): Creatividad retrospectiva y prospectiva. Innovación Creadora, 1, 9-21.

Kirby, J. (2012): “Viral marketing”. En Justin Kirby and Paul Marsden (Eds.) Connected marketing, pp. 87-106 Elsevier, Oxford.

Lovejoy, K., Waters, R. D. & Saxton, G. D. (2012): “Engaging Stakeholders through Twitter: How Non-profit Organizations are Getting More Out of 140 Characters or Less”. En Public Relations Review, 38(2), pp. 313-318. https://dx.doi.org/10.1016/j.pubrev.2012.01.005 (17-07-2012).

Martínez-García, M. A. (2009): “Redes sociales, contenidos publicitarios y dispositivos móviles”. En Icono14, 12, Madrid, pp.162-173: https://icono14.net/ojs/index.php/icono14/article/download/339/216/ (30-07-2012).

Navarro, C. (2006): Creatividad publicitaria eficaz. Madrid: ESIC.

Nos, E., Iranzo, A. y Farné, A. (2012): “La eficacia cultural de la comunicación de las ONGD: los discursos de los movimientos sociales actuales como revisión”. En CIC Cuadernos de Información y Comunicación, 17, Madrid, pp. 209-217 (17-12-2012).

Núñez-Gómez, P., García-Guardia, M. L. y Hermida-Ayala, L. A. (2012): "Tendencias de las relaciones sociales e interpersonales de los nativos digitales". En Revista Latina de Comunicación Social, 67. La Laguna (Tenerife), pp. 179-204: http://www.revistalatinacs.org/067/art/952_UCM/08_Patricia.html (05-07-2012).

Ogilvy, D. (1984): Confesiones de un publicitario. Barcelona: Ediciones Orbis, S. A

Paek, H., Kyongseok, K. & Hove, T. (2010): “Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses”. En Health Education Research, 25(6), pp. 1085-1099. https://dx.doi.org/10.1093/her/cyq063 (05-12-2012).

Park, H., Rodgers, S. & Stemmle, J. (2011): “Health Organizations' Use Of Facebook For Health Advertising And Promotion”, En Journal of Interactive Advertising, 12(1), pp. 62-77.

Reig, D. (2012): “Disonancia cognitiva y apropiación de las TIC”. En Telos, 90, Madrid, pp. 9-12: https://telos.fundaciontelefonica.com/archivo/numero090/disonancia-cognitiva-y-apropiacion-de-las-tic/ (15-11-2012)

Ruiz Collantes, F. X. (2000): Retórica Creativa. Programas de ideación publicitaria. Barcelona: Universitat Autónoma de Barcelona

Sternberg, R. J. y Lubart, T. I. (1997): La creatividad en una cultura conformista. Barcelona: Paidós.

Waters, R. D. & Jones, P. M. (2011): “Using Video to Build an Organization's Identity and Brand: A Content Analysis of Non-profit Organizations' YouTube Videos”. En Journal of Non-profit & Public Sector Marketing, 23(3), pp. 248-268. https://dx.doi.org/10.1080/10495142.2011.594779 (15-11-2012).

Waters, R. D., Jones, P. M., Burnett, E., Lamm, A. & Lucas, J. (2009): “Engaging stakeholders through social networking: How non-profit organizations are using Facebook”. En Public Relations Review, 35(2), pp. 102–106. https://dx.doi.org/10.1016/j.pubrev.2009.01.006 (15-10-2012).

Weilbacher, W. M. (1979): Advertising. New York: Macmillan Publishing.

Yamamoto, K. A. (1976): Pensamiento creativo: algunas ideas sobre investigaciones recientes. En Curtis, Demos y Torrance (Comps.), Implicaciones educativas de la creatividad (pp. 327- 338). Salamanca: Anaya.